Doubling Down on Global Demand

Templafy is the next-gen document generation platform that automates documents to remove risk and increase efficiency. Founded in Denmark, it now serves over 800 customer organisations around the world from its shared headquarters in Copenhagen and New York.

To better support its international expansion plans, Templafy needed a more robust marketing engine. It set out to restore marketing as a significant contributor to revenue with a complete revamp of its full-funnel marketing strategy on LinkedIn. This started with stronger sales and marketing alignment, which saw Templafy’s marketing team significantly reducing their target audience to focus on the same accounts and Ideal Customer Profiles (ICP) as its sales team. This led to the crystallisation of the United Kingdom (UK), United States (US), the Nordics and Germany as the company’s priority international markets.

THE CHALLENGE

To support Templafy’s international growth ambitions by building a robust marketing engine on LinkedIn and restoring marketing as a significant contributor to new business revenue.

THE SOLUTION

Templafy set out to revamp its full-funnel marketing strategy on LinkedIn with a more focused approach.

• Targeted audience strategy: Templafy strengthened sales and marketing alignment to ensure that its marketing dollars were spent on the accounts and personas that mattered to its sales team. Templafy also imported saved leads from LinkedIn Sales Navigator and dynamic lists via a third-party integration with DemandBase.
  
  
• Tailored ad content and creatives: In addition to an overhaul on Templafy’s ad creatives, Templafy also invested in extensive A/B testing and studied leading indicators. Using these learnings as optimisation levers to improve the campaign performance, the company saw an overall increase in Ideal Customer Profile (ICP) leads and higher quality marketing qualified leads.
  
  

THE RESULTS

By refocusing its targeting strategy to priority international markets, tailoring its marketing messages and revamping its ad creatives, Templafy achieved:

Its full-funnel marketing approach supported top- and mid-funnel nurture, which saw increased brand awareness and audience engagement.